1. Chapter 4 Classical Conditioning Applications

2. Emotional Conditioning Wide range of emotional responses Emotions universal Positive and negative Emotional response to stimulus reflexive Conditioned Emotional Responses (CERs)

3. John Broadus Watson Hard-line Behaviorism British Empiricism (nurture over nature) Early work with rats Shifted to infant research

4. Conditioning of Fear Watson & Raynor (1920) Albert B. –Mother a wet nurse at Harriet Lane Home (attached to Johns Hopkins University) –Albert first assessed at about 8 months –Emotionally stable, healthy

5. Method Present white rat –No fear Present white rat and bang metal bar –Produces CER of fear, avoidance, withdrawl US = noise, UR = startle CS = rat CR = fear CER generalizes to other furry objects http://www.youtube.com/watch?v=FMnhy GozLyEhttp://www.youtube.com/watch?v=FMnhy GozLyE

6. Study went for several months Intended to reverse CER conditioning, but Albert B’s mother ended her job at hospital Mary Cover-Jones; counter-conditioning with Peter

7. What Happened to Albert Beck, Levinson & Irons (2009) Historical detective work Albert B.’s mother probably Arvilla Irons Merritte –Douglas Merritte, born 9 March 1919 Arvilla Merritte left Johns Hopkins Worked as assistant for ill wife of farmer Douglas Merritte died 10 May 1925, probably from meningitis

8. Name Why Albert B.? –Ethical concerns with confidentiality not firmly established –Watson may have played “name games” –His sons William and James –His name from John Albert Broadus, Baptist minister… Albert B.

9. What Happened to Watson Affair with Rosalie Raynor, his grad student Divorce, fired, resigned as president of APA Worked for J. Walter Thompson advertising agency; vice- president within two years Ponds Cold Cream, Maxwell House coffee Published books and articles on childcare –Psychological care of infant and child (1928) –Criticized by many modern child experts/advocates, but no more extreme than other childcare texts of the time –Strongly advocated against spanking and corporal punishment

10. Nonhuman Studies of Fear Usually shock as US Rats freeze Train operant response; train CS+ for aversive US, test suppression of operant response in presence and absence of CS Suppression video

11. Suppression Ratio 0 if behaviour entirely suppressed 0.5 if no suppression Suppression Ratio = CS Responding CS Responding + pre-CS Responding Pre-CSCSCalculationS.R. 25 25/(25+25)=25/500.5 2500/(0+25)=0/250 251515/(15+25)=15/400.375

12. Prejudice Prejudice related to hate Hate conditionable Staats & Staats (1958) Subjects rate nationalities Paired positive, negative, neutral words with nationalities

13. Association Political speeches Media coverage Negative images, words, impressions paired with identifiable group

14. Counter Conditioning Mary Cover Jones (1924) Eliminate phobia via classical conditioning Peter feared rabbits Peter eats snack (US) … present rabbit (CS) Associate positive US with CS

15. Systematic Desensitization Relaxation techniques Gradual introduction of phobic stimulus Imagination up to real situation

16. Flooding “Flood” patient with exposure to fear- inducing stimulus

17. Advertising

18. First-Order C.C. in Ads Product (initially neutral --> CS) Pair with stimulus that elicits positive emotion (US) Consumer sees product, has positive CR

19. Example Postbank US = funny situation UR = happiness CS = brand CR = happiness, amusement, positive emotion

20. Second-Order C.C. Use previously conditioned celebrity, situation, etc. CS 1 & US Now, pair brand (CS 2 ) with CS 1

21. Example Chanel No. 5 Nicole Kiddman = CS 1 Positive feeling = CR Attractive, successful, lifestyle = US Positive feeling = UR Chanel No. 5 = CS 2 Assumption: buy perfume, be rich, popular, get the cute guy, romance

22. Example Japander.com Brad Pitt and 503 JeansBrad Pitt –Pitt (CS 1 ), leading man, celebrity, rich, pretty = desirable (US), 503s (CS 2 ) Pierce Brosnan and VISAPierce Brosnan –Bond persona (CS 1 ), excitement, adventure, sophistication = desirable (US), VISA (CS 2 )

23. Paraphilia

24. “Incorrect love” Fetishism, masochism, pedophilia, rape, etc. More common in males Freud: unconscious forces Classical conditioning: association formed

25. Example: Masochism Generally, CS is previously neutral But, a US, by pairing with another strong US, can become a CS Pavlov: shock (CS) for food (US) Masochism: painful stimulus (CS) for stimulus eliciting sexual pleasure (US)

26. Counter Conditioning Pair undesired CS with strongly aversive US (resulting in, e.g., nausea) Aversion therapy Treatment difficult with some forms of paraphilia (e.g., pedophilia)

27. Taste Aversion

28. Typically Long-delay or trace conditioning US is food poisoning, illness, etc. UR is nausea induced pain CS is novel food/flavour CR is avoidance, nausea Violation of contiguity?

29. Explanations? Sensitization Aftertaste Biological preparedness –Taste aversion a special case

30. Biological Preparedness in Taste-Aversion Garcia & Koelling (1966) Water intake Pre-cond.Post-cond. Water intake Pre-cond.Post-cond. “Bright-noisy” water Flavoured water X-ray Foot shock

31. Explanation Biological predispositions Must know about CS-US relationship before predicting nature of CR Certain stimuli more easily associated than others

32. Immune Function

33. Allergic Reaction Release of histamines Body’s immune response to allergens Not all allergic responses biological Can be learned

34. Examples Pollen and artificial flowers My allergy to cats

35. Russell et al. (1984) Expose guinea pigs to BSA Becomes allergen (US for histamine release) Pair BSA with odour of fish or sulphur (CSs) Expose guinea pigs to odours and get increased histamines (CR) in bloodstream Preparatory value of classical conditioning

36. Schaller et al. (2010) Subjects see photo sets of guns (G) or people with infectious diseases (ID) Stress test given : G more stressful than ID Blood drawn, incubated with bacteria ID subjects’ white blood cells produced 24% increase in cytokine interleukin-6 (IL-6) over baseline G subjects only show 7% increase in IL-6 over baseline Photos = CS, IL-6 production = CR